Skims x WNBA
- Taniah English
- May 5
- 3 min read
Updated: May 29
Skims x WNBA: Redefining Power, Confidence & Visibility in Sportswear
In October 2023, Skims, the shapewear and lifestyle brand founded by Kim Kardashian, officially partnered with the WNBA in a campaign that turned heads—and shifted narratives. The collaboration wasn’t just about product placement. It was about redefining beauty and strength in sports, and finally putting women athletes in the spotlight they’ve long deserved.
Why Skims Partnered with the WNBA
As reported by Vogue and Boardroom in 2023, Skims chose the WNBA for more than just its rising popularity. The league has been a consistent force in promoting diversity, equity, and inclusion. Its athletes are bold, vocal, and authentic—qualities that align with Skims’ brand ethos of body positivity, comfort, and confidence for all.
In a press release shared by Skims (October 2023), the brand emphasized that the campaign was “about celebrating confidence, both on and off the court.” It showcased WNBA players not just as athletes, but as icons of empowerment and influence.
Spotlight on Candace Parker & More
The campaign featured some of the league’s most recognized faces, including Candace Parker, a two-time MVP and Olympic gold medalist known for breaking barriers on and off the court. Other featured athletes included Kelsey Plum, Skylar Diggins-Smith, and Cameron Brink, offering a mix of seasoned leadership and rising stars.
Skims’ minimalist aesthetic and sleek visuals allowed each player’s individuality to shine through—whether it was Parker’s veteran poise or Brink’s fresh energy. Their participation lent credibility to the campaign and pushed forward the idea that performance and femininity aren’t mutually exclusive.
Skims x WNBA Campaign (October 2023) featuring Candace Parker.
Behind the Branding Strategy
What set the campaign apart was how it was marketed. Instead of centering purely on product shots, Skims leaned heavily into narrative branding. Social media teasers, behind-the-scenes content, and personal stories from the players helped drive engagement and authenticity. The campaign dropped just ahead of the WNBA Finals, maximizing visibility and cultural relevance.
According to ESPN and Boardroom, Skims positioned the WNBA partnership as a long-term investment in women’s sports, not just a seasonal campaign. The timing also aligned with the league’s rising popularity and record-breaking viewership, signaling that this was as much a cultural moment as it was a business move.
Why Some Athletes Were Left Out
Despite the campaign’s success, some fans questioned the absence of additional athletes—especially from smaller-market teams or international players. The likely reason? Limited campaign scope and the high visibility of selected athletes. As Boardroom noted, players like Parker and Plum already had established personal brands and crossover appeal, making them ideal for a mainstream push. However, the campaign did leave room for further inclusion in future phases or follow-ups.
The Skims x WNBA collaboration, launched in October 2023, was more than just a marketing campaign—it was a celebration of representation, authenticity, and modern femininity in sports. It marked a pivotal moment for both the fashion and sports industries, showcasing how intentional collaborations can empower communities and shape culture.
When you support athletes being seen and celebrated for who they are, you’re not just buying a product—you’re backing a movement.
Collaboration launched: October 2023
Sources: SKIMS (2023), WNBA.com, Vogue, ESPN
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